Associations have always been about people—bringing professionals together around shared goals, knowledge and causes. In today's landscape, where trust is scarce and attention fragmented, social capital has become the currency that matters most. Members no longer just pay dues for content, events or credentials. They invest because associations help them build the relationships and credibility that opens doors.
That's a profound shift. It means associations must lean harder into their unique role as conveners and connectors, cultivating environments where trust and collaboration thrive. For leaders, it's both a challenge and an opportunity: How do we intentionally design structures that turn networks into engines of value?
Once, associations could rely on being the primary source of information in their fields. Today, Google, LinkedIn and YouTube have eroded that monopoly. What members cannot find online, though, is the quality of relationships that come from being part of a trusted professional community.
Please select this link to read the complete article from ASAE’s Center for Association Leadership.